THE NORMATIVE-INTERPRETIVE UNDERSTANDING OF THE ADVERTISEMENT PHENOMENON IN THE HUMANITARIAN EDUCATION
D. Y. Marukhno
Keywords: advertisement, values, normative approach, interpretive approach
Pages: 229-235
Abstract
The paper studies several approaches to understanding and studying advertisement as a special phenomenon of social interaction. Different objective and subjective foundations of this phenomenon are considered. It is shown that the normative-interpretive approach to understanding advertisement has some advantages within the field of humanitarian education. Application of the dual analysis to the field of study allows us to consider given phenomenon as more complex and homogeneous, while considering the specificity of individual characteristics of the subject.
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